The course is designed for PR and Communications practitioners who want to update their skills. Newcomers to PR, media or communications professionals or managers would also benefit.
Course Contents
Module 1 - Public Relations and Communication Skills
Key Topics
- The place for PR and communications in business today
- PR’s relationship with stakeholders
- Effective campaigns – their use and their risks using case examples. What works and what doesn’t?
- Introduction to the range of (social) media communications channels and how they’re transforming PR and communications
- Designing a PR Communications campaign
Module 2 - From Theory to Successful Practice
Key Topics
- PR communications models: implications for practice and their influence on presentation style and persuasion
- Promoting your organization’s values in your PR communications
- Accepting and interpreting a PR and Communications brief from management
- The medium is the message – choosing the best channels for each stakeholder
- Deciding your PR Communications objectives and outcomes
Module 3 - Planning and Costing PR and Communication Campaigns
Key Topics
- Identifying the schedule stages of the campaign and decision points
- Costing the plan
- Co-ordinating campaign elements across stakeholder groups
- Principles of PR communications evaluation and using measurement to improve performance
- Practice case-studies
Module 4 - Crisis PR and Communications
Key Topics
- Crisis PR communication and reputation management
- Handling media demands and queries
- Identifying and involving key in-house players and preparing them
- Roles, Responsibilities for everyone involved in crisis PR
- Practice case-studies
Module 5 - Implementing PR and Communications in Impacting Organizational Culture and Reputation
Key Topics
- The role of PR in creating value and impacting performance – but what does this mean?
- Methods for creating positive employee/stakeholder relations
- What PR practitioners need to know
- Creating a partnership with management that turns PR Communications strategies into desired results
- Examples of common PR Communication errors
